VisitBritain appoints Kristen Angus as new Country manager ANZ

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Kristen Angus has been appointed as VisitBritain’s new Country Manager for Australia and New Zealand, bringing more than 15 years of experience with the tourism body to the role. Effective 1 July 2025, Angus will be based in Sydney, leading the national tourism agency’s operations across both countries, overseeing strategies spanning B2B, travel trade, PR and UK public diplomacy relations. VisitBritain’s Deputy Director International Paul Gauger highlighted the significance of the appointment. “Following a competitive recruitment process, I am pleased to announce the appointment of Kristen Angus to this pivotal role within our international network,” he said.

“Kristen brings a wealth of experience from her time with VisitBritain, as well as from senior roles at other destination tourism organisations. Her extensive industry knowledge and expertise make her well placed to lead our team and to drive forward our strategy and operations across these two vitally important markets – Australia and New Zealand.”

Angus previously spearheaded marketing and communications initiatives not only in Australia and New Zealand but also in the Middle East and Asia. Her career also includes leadership roles at other prominent tourism organisations, including Tourism Australia, Tourism New Zealand, Destination NSW and Visit Victoria. “I’m thrilled to be rejoining the team as Country Manager and look forward to working closely with our valued travel trade and media partners in Australia and New Zealand,” she said. “As outbound travel to the UK continues to grow from both markets, strong collaboration with our dedicated industry partners will be key to converting growing interest into bookings. “With a full slate of standout sporting moments keeping Britain top of mind in the year ahead – from The British & Irish Lions and Wrexham AFC tours to The Ashes and next year’s Commonwealth Games in Glasgow, alongside our global Starring GREAT Britain campaign, we’ll be inspiring even more Aussie and Kiwi travellers to choose Britain as the star of their next holiday.” VisitBritain forecasts 1.2 million visits from Australia and 235,000 from New Zealand in 2025, with combined visitor spending projected to reach over £2 billion. Inbound tourism remains a vital component of the UK economy, expected to contribute £33.7 billion in 2025.

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